商业研究
商業研究
상업연구
Commercial Research
2011年
1期
169~173
,共null页
零售店铺印象 店铺属性感知 印象形成过程 消费者认知
零售店鋪印象 店鋪屬性感知 印象形成過程 消費者認知
령수점포인상 점포속성감지 인상형성과정 소비자인지
retail store image; store property perception; formation process of store image; consumer cognition
基于消费者认知的零售店铺印象形成是解释消费者购买决策行为的重要内容，消费者对零售店铺印象的形成源于其对店铺重要属性的感知和三个认知参照标准：消费者以往的购物经历、零售店铺业态、店铺选址环境，这三个方面从不同的视角影响着消费者对零售店铺重要属性的判断和整体店铺印象的形成。本文在理顺以往学者研究结论的基础上，拆解并理顺了消费者零售店铺印象的形成过程。
基于消費者認知的零售店鋪印象形成是解釋消費者購買決策行為的重要內容，消費者對零售店鋪印象的形成源于其對店鋪重要屬性的感知和三箇認知參照標準：消費者以往的購物經歷、零售店鋪業態、店鋪選阯環境，這三箇方麵從不同的視角影響著消費者對零售店鋪重要屬性的判斷和整體店鋪印象的形成。本文在理順以往學者研究結論的基礎上，拆解併理順瞭消費者零售店鋪印象的形成過程。
기우소비자인지적령수점포인상형성시해석소비자구매결책행위적중요내용，소비자대령수점포인상적형성원우기대점포중요속성적감지화삼개인지삼조표준：소비자이왕적구물경력、령수점포업태、점포선지배경，저삼개방면종불동적시각영향착소비자대령수점포중요속성적판단화정체점포인상적형성。본문재리순이왕학자연구결론적기출상，탁해병리순료소비자령수점포인상적형성과정。
The formation of retail store image based on consumer cognition is an important component in explaining customer＇s purchase intentions, and stems from the customer＇s perception of the key attributes of stores and three cognitive reference standards： shopping experiences, retail store formats and store location environment, which influence customer＇s judgment on the important attributes of retail stores and the formation of whole store image from different angles. Based on summarizing the previous research conclusions, this paper dissects and clarifies the formation process of customer＇s retail store image.
